TMZ

Our TV Shows

Got a Tip?

Call TMZ at (888) 847-9869 or Click Here

Acura

We're So Sorry We Excluded

Dark-Skinned Blacks

4/18/2012 12:07 PM PDT BY TMZ STAFF
EXCLUSIVE

0418_acura_senfeld

Acura has issued a full-on apology ... after we ran a story that the car company's ad people sought an African American actor to play a car dealer who was "not too dark."

The commercial -- which featured Jerry Seinfeld and Jay Leno and ran during the Super Bowl -- was cast by an agency that sent out a casting sheet, looking for a "nice looking, friendly, not too dark" African American actor to play the role of dealer.

Acura just issued this statement:  "We apologize to anyone offended by the language on the casting sheet used in the selection of actors for one of our commercials."

The car company added, "We sought to cast an African-American in a prominent role in the commercial, and we made our selection based on the fact that he was the most talented actor."

As for the language "not too dark," Acura says, "The casting sheet was only now brought to our attention.  We are taking appropriate measures to ensure that such language is not used again in association with any work performed on behalf of our brand."

250 COMMENTS

No Avatar

| 1 | 2 | 3 | 4 | 5 | 6 | 7 | Most Recent | Next 15 Comments
1.

matt    

OMG OMG OMG OMG OMG... we can't be on the bachelor now we're too light

833 days ago
2.

Amber    

So tired of this crap!!!! Who cares???? He's black, what does it matter if he's light skinned or dark skinned?!?!?!? This is just so flippin dumb!

833 days ago
3.

jill    

what a ridiuclous work we live in where a billion dollar company can't pick the Actors for its commercials without being second guessed - this is ridiculous...makes me want to buy an Acura

833 days ago
4.

KnuckleDragger    

Maybe the original script called for the commercial to be shot at night.

833 days ago
5.

Jay W.     

"We are taking appropriate measures to ensure that such language is not used again in association with any work performed on behalf of our brand."


Isn't that just special.

833 days ago
6.

itsnoise    

matt: 4 minutes ago

OMG OMG OMG OMG OMG... we can't be on the bachelor now we're too light

833 days ago
7.

Jade    

Pretty sad that they were attacked for this. If you are shooting a commercial, or a video or a show or a movie, you can cast your characters the way you see fit. You can either narrow the applicants by asking what you want, or you can pander to people to preplan to exclude them, which is a waste. If the setting and lighting doesn't work, it doesn't work. Same could be said for a blond vampire-looking paper-white skinned person.

833 days ago
8.

itsnoise    

I do like the other light skinned actor they used for that carsdotcom add "Ohh baby I like that car, let's get the keys to that car."

833 days ago
9.

Cari    

Just one more example of political correctness run amok. Had they asked for an olive-skinned white person, there would be no fuss.

833 days ago
10.

Suzanne    

This is so ridiculous. It is next to impossible to tip toe through this field of political correctness without stepping on a mine. Get over it.

833 days ago
11.

CJ    

I have an idea, why don't we all just wear sheets over our heads so no one can tell what we look like? That would eliminate racism!

833 days ago
12.

EMB    

As a business owner myself, I should be able to hire whoever I choose for any reason, its MY business.

833 days ago
13.

Tray    

Hey who cares, darker blacks have been going thru this for years! But dark skin blacks shouldnt even be offended by this anymore. Black is in and HOT. Look at all the white chicks dating dark skin men these days. And I see some of the white guys getting in the the action too! Hey Acura, while you at it, stop casting pale skinned whites too!

833 days ago
14.

christine    

AND??? What if they requested a blond actor? Or a taller actor? It's a certain LOOK they want. Who cares!!!!! You can't say anything anymore without offending black people.

833 days ago
15.

Pudding Tang    

way to go tmz, is forcing an apology for the thin dark skinners what you wanted?... you should feel so accomplished in these efforts since i'm sure Acura has a huge market in this country's ghettos

833 days ago
| 1 | 2 | 3 | 4 | 5 | 6 | 7 | Most Recent | Next 15 Comments

Around The Web